小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap16.pptVIP

You now should: Understand why a marketing manager sets specific objectives to guide the advertising effort. Understand when the various kinds of advertising are needed. Understand how to choose the “best” medium. Understand the main ways that advertising on the Internet differs from advertising in other media. Understand how to plan the best message—that is, the copy thrust. This slide refers to material on pp. 414. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 16-* You now should: Understand what advertising agencies do—and how they are paid. Understand h